i'd use it if it was there. i would go with the use it or lose it. thanks, alan. >> we're going to come back to miles nadal. anyway, it's good to see you. tell us about the super bowl ads that you actually have run this weekend? >> i don't even know because they don't even tell me and they don't tell us sflp. >> you're so high -- >> no, no. it's discreet. some of them don't announce publicly what they're going to do until the day of kind of thing. we have usually about a dozen spots. so we have about just under 20% of the ads. >> how much money is in it for you? >> oh, goodness. well, we're usually on retainer. so it's part of our overall program and we don't mark up production. but it's -- what's most important, the profile that it gives you to do iconic ads that produce results and that leads to new business activity, which has been for us record. >> do you do media buying, as well? >> we do. we do about $3.5 million worth of media buying. >> do you get a percentage for what the buy is? >> yes. >> where we do buy super bowl spots, that part is very